Last updated: 9:00 PM ET, Tue September 8, 2026
WHY IT RATES: In 2026, perceptions of Houston improved, with 64% rating it positively, and tourism is growing, with a 5% increase in overnight visits. Houston excels in shopping, dining, and luxury offerings and maintains strong visitor satisfaction.
The latest study examining how Americans view Houston compared with peer cities shows that overall perception of Space City is increasingly positive, with more respondents rating the city as good or excellent than ever before.
Roughly 64% of Americans rate Houston good or excellent in 2026, up from 57% a year ago, according to data compiled and analyzed by the research group Omnitrak. The study also looks at overall quality of place, scoring major cities across multiple dimensions by respondents’ perceptions of them. Houston improved in eight of nine quality of place measures, scoring a 68 overall, up from 64 a year ago, and tied with Dallas and Austin. Other cities’ scores included Denver at 67, Nashville at 66 and New Orleans at 63.
Growing demand. Houston experienced a 5% increase in overnight visitation among American travelers over the last year, according to the Omnitrak study. And a growing number of respondents to the study now associate the city with phrases like “internationally recognized”, “cosmopolitan” and “diverse.”
Houston rates competitively among peer cities in areas such as shopping/retail and the restaurant and food scene. New attributes added to the survey this year focused on luxury travel show that Houston leads its competitors in terms of luxury hotel offerings and fine dining.
Satisfied travelers. Houston visitor satisfaction remains strong. Houston visitors felt most positive about the city’s dining, accommodations, activities and attractions. And 25% of respondents said they were interested in visiting Houston in the next 2 years, an increase of five points over 2025.
SOURCE: Visit Houston press release
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